So let me see if I can summarize this correctly. Somebody started a service to fill a gap that they saw. They ran the service for free and never saw any revenue from it. (There were no ads there.) And then they finally looked around nine years later and decided that the world had moved on and that other sites were not only filling the need, but were far more popular. So they decided to gracefully shut things down, giving people nine months to migrate.
I don't see any dishonor in that. For anybody who thinks that is too distasteful, I'd stop using Google search, Google News, YouTube, Google public DNS servers, Gmail, search, docs, sites, etc. because one day one of them might be obsolete and get shut down, and you'll be further dishonored.
Like I said, I'm sad to see it go, but I'm happy to have benefited from it, even if only for four years. For the services that I truly depend on, I pay for them. For services that I use for free, I'm happy while it lasts.